I love a good talk show, music program or channel and love an entertaining podcast. Sometimes when we get to overthinking, it’s great to unplug from our daily routine, and plug into audio.

An Edison Research study shows women play an important role, tuning into audio as some of the most loyal, engaged, and influential listeners. The group says women are consistent with their listening, while multi-tasking… 

We commute, work, run around for ourselves and our families, and even spend time tuning in at home. The study says the listening is a habit for us, showing how audio is part of the fabric of so many of our lives. It can even just play in the background, since we aren’t watching anything while listening… most times.

The company’s research shows women prioritize their listening to sources we find credible, familiar, and consistent. It’s like visiting with a friend, when we engage with radio personalities, local stations, and formats that are like our companion.

A Katz Radio Group study of women 18 or older showed over 80% found radio to be a trustworthy source, higher than newspapers, TV, podcasts, magazines and social media, which was shockingly the lowest at under 50% for trustworthiness. The study also shows, when we trust, we tend to stay tuned in longer, and more often… over many weeks, months, and years. And we rely on audio over other options as we move through our busy lives.

Edison put out their study during Women’s History Month, saying women are central to audio’s strength and staying power. 👯‍♀️